Following the success of 9th China Roadshow 2019, Malaysia Convention & Exhibition Bureau (MyCEB), an agency under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) will continue its 10th annual roadshow in China beginning 3 March 2020 –12 March 2020. Target to corporate meetings and incentive groups, the annual roadshow will cover four cities namely Beijing on 3 March, Shanghai on 5 March, Chengdu on 10 March and Guangzhou on 12 March.

The mission will be led by Ms Tan Mei Phing, Director, Business Events of MyCEB who will be actively pitching Malaysia as a business events destination. Together with 24 industry partners from state bureaus, hotels, unique venues, airlines, destination management companies, convention centres, hotels & resorts, venues and AV supplier. (Refer to Appendix 1 for complete industry partners listing)

To commemorate the Visit Malaysia 2020 campaign, the roadshow provides the opportunity for MyCEB to showcase Malaysia as Asia’s Business Events Destination. This is in line with Visit Malaysia 2020 campaign to attract more business visitors to Malaysia and to showcase the best and latest of Malaysia’s offerings to corporate meetings and incentive groups from China.

The roadshow will also feature the on-going campaign ‘Malaysia Like Never Before’ (MLNB) initiated by MyCEB. This campaign will cover key destinations including the capital city Kuala Lumpur, the UNESCO World Heritage city of George Town, Penang, the legendary Langkawi, which offers idyllic island escapades and rustic country landscapes; and the states of Sabah and Sarawak in Borneo, famous for their ethnic minorities hospitality, flora and fauna. Under this campaign, ‘Malaysia Twin Deal’ (MTD) programme offers support and rewards to qualified corporate meetings and incentive planners and groups.


Additionally, the Government has granted free visa passes to tourists from China and India throughout the year 2020 with the introduction of application through electronic travel registration and information system up to 15 days visit. Such an initiative will help the Ministry’s target in attracting 30 million international tourist arrivals, bringing in total tourist receipts of RM100 billion. As such, the roadshow is expected to help further intensify MOTAC’s on-going effort to tap into the lucrative China outbound market.